Selling a luxury product is not the same as selling a commodity. You need to find and attract prospects who value quality, exclusivity, and prestige, and who can afford your high-end offer. How can you effectively prospect for a luxury product? Here are some tips to help you succeed.
Before you start prospecting, you need to have a clear picture of who your ideal customer is. What are their demographics, psychographics, pain points, and goals? How do they make decisions, what influences them, and where do they hang out? You can use tools like buyer personas, customer profiles, and market research to create a detailed portrait of your target audience.
Zahlen, Daten und Fakten sind ein absolutes Muss. Zu oft wird immer noch nach Bauchgefühl gearbeitet. Alleine die Bedeutung von Luxus ver?ndert sich laufend. Aktuell reden wir von ?Silent Luxury“, also einem nicht oder nur für Eingeweihte sichtbaren Luxus. Wer immer noch klassische Persona, wie den 60j?hrigen erfolgreichen Stahlunternehmer im Kopf hat, übersieht ggf. die 20j?hrige Gründerin, die extrem erfolgreich agiert und ein v?llig anderes Luxusverst?ndnis hat. Das kann zu fatalen Fehlentscheidungen bzgl. Angebot, Marketing-, und Salesstrategie führen.
To reach your ideal customer, you need to use multiple channels and methods of communication. You can't rely on just one source of leads, such as referrals, cold calls, or social media. You need to diversify your prospecting strategy and use a mix of inbound and outbound tactics. For example, you can create valuable content that showcases your expertise and authority, leverage your network and connections, attend events and trade shows, send personalized emails and messages, and follow up with phone calls and video calls.
Partnering with other brands in the market that target the same segment you are targeting can help creating awareness and new business opportunities.
Im Luxus Segment geht es um Vertrauen. Vertrauen in Marken, Produkten und vor allem Menschen. Dieses Vertrauen muss man sich verdienen, ob über die passende Kommunikationsplattform oder den pers?nlichen Kontakt. Hard Selling wird durch Social Selling ersetzt. Daher sehe ich z.B. solche Themen wie E-Mails und Nachrichten versenden und dann nachhaken skeptisch im Luxussegment. Ob Immobilien, Automobile oder Lifestyle die M?glichkeiten des Online Marketings müssen forciert werden. In der Kombination mit den entsprechenden pers?nlichen Kontakten k?nnen langfristige Bindungen entstehen. Dies kann durch den engagierten und sympathischen Verk?ufer in der Luxus Boutique genauso umgesetzt werden, wie durch den millionenschweren Luxusmakler.
Not every prospect is a good fit for your luxury product. You need to qualify your leads and filter out those who are not ready, willing, or able to buy from you. You can use criteria such as budget, authority, need, and timing (BANT) to assess your prospects' level of interest and suitability. You can also use tools like lead scoring, lead magnets, and surveys to gauge your prospects' behavior and engagement.
Selling a luxury product requires building trust and rapport with your prospects. You need to establish yourself as a credible, reliable, and professional partner who can deliver value and solve their problems. You can do this by listening to your prospects' needs and wants, showing empathy and understanding, providing relevant and helpful information, sharing testimonials and case studies, and offering guarantees and warranties.
Wer im Luxussegment unterwegs ist, muss für das Thema brennen. Der Beruf muss Berufung sein, denn wer überdurchschnittlich Geld für Luxus ausgibt, m?chte auch überdurchschnittlichen Service erhalten. Das bedeutet im Grunde 24/7/365 erreichbar und l?sungsorientiert zu sein. Ein Mindset der 40-Std. Woche kann nicht erfolgreich sein. Als Gegenleistung erh?lt man überdurchschnittlich viel Geld, aber viel mehr noch, n?mlich Anerkennung, Respekt und Vertrauen. Woraus sich automatisch wieder Gesch?fte ergeben werden.
Selling a luxury product also requires demonstrating value and differentiation. You need to show your prospects why your product is worth the premium price, how it differs from the competition, and how it can benefit them in the long term. You can do this by highlighting your unique selling proposition (USP), emphasizing your features and benefits, using stories and emotions, and creating a sense of urgency and scarcity.
Finally, selling a luxury product requires asking for the sale . You need to overcome any objections or concerns that your prospects may have, and guide them towards the next step in the buying process. You can do this by using trial closes, assumptive closes, alternative closes, or other closing techniques that suit your style and situation. You also need to follow up with your prospects until they make a decision, and provide them with excellent customer service and support after the sale.
Check out the thermometer close from Sandler. "On a scale of 1-10, 1 being we aren't even close and 10 meaning you're ready to sign today, where do you fall on the scale"? It sounds corny, but you will have 1 of 3 things happen: 1. They say 10, and then you stop selling (or you could sell yourself out of a deal) 2. They say a number less than five where you should probably stop wasting your time 3. They give you >5, they will clearly outline all of the obstacles in your way to inking a partnership